品牌调侃概念界定及其特征的探索性研究

以往品牌互动研究一方面集中于两个品牌间战略和战术层面的合作与竞争,另一方面集中于单个品牌与消费者之间的营销宣传沟通,较少有学者关注两个及以上数量的品牌在新媒体平台上的相互调侃。鉴于此,以品牌互撩、品牌表白、品牌互黑等作为关键词,在百度、搜狗等搜索引擎搜集到2016年5月1日—2018年5月31日发生的35个品牌调侃事件,并按照内容分析法对品牌调侃事件的信息进行了编码汇总。在此基础上,从平台、方式、结果等方面首次对品牌调侃的概念做了界定;从理论基础、发生背景、观众数量等方面阐述了品牌调侃与人际调侃的联系和区别;从时机、形式和内容等方面归纳了品牌调侃的普遍特征。研究结论不仅将拉开品牌调侃的研究序幕,为品牌领域的学者指明新的方向,而且还将在品牌调侃时机的选择、调侃形式的参与、调侃内容的设计等方面,为营销经理提供重要的参考和指导。

An Exploratory Study on Definition and Characteristics of Brand Teasing

The previous studies on brand interaction have focused on the strategic and tactical level of cooperation and competition between two brands,and also on marketing communication between a single brand and consumers on the other hand.Few scholars have paid attention to the mutual teasing between two or more brands on new media platforms.In view of this,this paper collects 35 brand teasing events that happened from May 1,2016 to May 31,2018 on Baidu,Sogou and other search engines by searching the keywords of brand mutual-flirting,brand confession,brand mutual-deprecating,etc.According to content analysis method,the information of brand teasing event is coded and summarized.On that basis,the concept of brand teasing is defined for the first time from the aspects of platform,way and result.This paper expounds the connection and difference between brand teasing and interpersonal teasing from the aspects of theoretical basis,occurrence background and audience number,and summarizes the general characteristics of brand teasing from the aspects of timing,form and content.The conclusion of this paper not only opens a prelude to the research on brand teasing,but also points out a new research direction for scholars in the field of brand.Moreover,it also provides important reference and guidance for marketing managers in the selection of brand teasing opportunity,participation of teasing form,design of teasing content,etc.